WATER bosses are attempting to strengthen links with customers by adopting an initiative pioneered in the US.

Yorkshire Water's Community Ambassador programme will see employees acting as conduits between the company and individual councils and organisations, on a range of issues.

Drawn from all levels of the business, they will be encouraged to act as the company's eyes and ears, reporting potential problems as well as highlighting possible public relations opportunities.

The scheme is based on a model used successfully in the US by Yorkshire Water's American sister company, Aquarion.

In the mid-1990s Yorkshire Water had to withstand a barrage of criticism after it had to use tankers to bring water from County Durham in an effort to keep customers supplied.

Part of the company's strategy is to raise its profile and change some of the public perception that still lingers.

"You ask a person a question about Yorkshire Water and you typically get a cynical answer," said the company water business director, Chuck Firlotte.

"We are going to great lengths telling the public of Yorkshire - our customers - about the good things we are doing, and the progress we have made since 1995."

The company wants its ambassadors to get involved in their communities, talking to local groups and listening and responding to any issues raised.